Case1. The client and summary of results
Summary of our results:
Situation and Objectives
Analysis & Strategy
Frinks had a portfolio primarily consisting of good quality alcoholic beverages for which they were the sole importer, allowing for better margin control, but these products were relatively unknown to consumers. Additionally, Frinks distributed well-known alcoholic beverages with limited margin control, facing fierce competition, and high Google & Facebook advertising costs.
We agreed with Frinks that participating in this price war would primarily benefit Google and Facebook profits.
The optimization of the home page & product page nearly doubled the sales conversion rate (+96%).
While these product page changes seem minor, we leveraged expertise in UX, psychology, BE, branding, design, research, and data analysis.
➀ UX/ UI. Sharing Options Removed. No distracting elements like social media share buttons near ‘Add to Cart’—they hurt conversions. Changes to the ‘Add to Cart’ button, increasing its size for better visibility and providing ample space around the checkout button for emphasis.
➁ ➂ ➃ Behavioral Economics (BE). We’ve identified three critical pain points that may obstruct website visitors from taking action and adding items to their cart: 1. Will the bottle arrive intact? 2. Is the beverage genuine? 3. Who are these suppliers I’ve never heard of? The messages we’ve placed on the product page are intended to reduce visitor friction and address their pain points. We’ve used BE principles such as Cognitive Load, the Spark Effect, and Authority Bias.
Insights from Email Marketing
One email campaign for discounted products achieved a remarkable 44.4% click-through rate, surpassing the industry average by +770%.
Email marketing was a highly effective channel to promote and build brand awareness for Frinks’s lesser-known beverage products. We applied our email marketing expertise and BE principles on emailing campaigns.
We went from selling zero bottles to completely clearing the stock (hundreds) for certain wine selections.
Insights from SEO & Content & Ads
We obtained 82% reduction in Google Ads cost per sale and 71% cost reduction for SEO & Content.
Frinks also distributed well-known alcoholic beverages with limited margin control, facing fierce competition, and high Google & Facebook advertising costs. We agreed with Frinks that participating in this price war would primarily benefit Google and Facebook’s profits.
Therefore, we crafted a different strategy. We’ve switched our target audience from deal hunters to experience enthusiasts. Instead of bidding on famous drink brands, we targeted ads for keywords like ‘top 10 whiskeys’, ‘top 10 rum’, and more like these. Additionally, we developed an SEO and content strategy based on our data-driven insights.
A good marketing ROI ratio is typically considered to be 5:1 (5 EUR sales per 1 EUR marketing spent), while exceptional performance is around 10:1
We did 12x more than exceptional
We boosted Frinks’ sales to 124 EUR for every 1 EUR marketing spent, achieving a 124:1 marketing ROI ratio. May we call Epic Results?
Our Epic Results, Their Words
Ruxandra Bitu, Owner Frinks
“Frinks partnered with top agencies but struggled with profitability. Profitabil quickly understood our business and guaranteed a minimum 25% increase in sales conversion rate and profitability. But they did 10 times more.
In about 2 months, we witnessed a remarkable +253% boost in sales conversion rate and outstanding profitability. Profound professionalism, unmatched expertise—stand out from other experts.”
Cristina Man, General Manager Valoris
From a startup call center to a leading company in the BPO market with 10 million EUR turnover.
“We have been exclusively working with Profitabil for 16 years on digital marketing consultancy.
The consistent number of leads generated over the years has been a significant factor in Valoris’ development: from a startup call center with 6 people in 2006 to the largest Romanian-owned Business Process Outsourcing company, with 600 employees and a 10 million EUR turnover in 2021.”